37. ______ happens when a reseller orders a certain amount of airconditioners from Hitachi and Hitachi gives a 2% price reduction to the reseller on the products.
(A) A functional discount
(B) Promotional allowances
(C) A quantity discount
(D) Tradein allowances
(E) A seasonal discount

38. ______ is ideal for convenient products and common raw material, such as soda, toothpastes, sugar and salt. (A) Intensive distribution (B) Selective distribution (C) Exclusive distribution (D) Exclusive dealing (E) Fullline forcing

39. According to the Product LifeCycle, a company aims to maximize market share by offering product extensions, service and warranty for a certain product when it is at ______ stage. (A) introduction (B) growth (C) maturity (D) rejuvenation (E) decline

40. ________ marketing spending now accounts for the largest share of media spending, 20% more than TV. (A) Digital (B) Directmail (C) Kiosk (D) Telephone (E) Catalog

41. ________ is the total combined customer lifetime values of all the company's current and potential customers. (A) Share of customer (B) Value proposition (C) Customer equity (D) Market share (E) Customerperceived value

42. A shoe company's ads feature the members of a popular country music band. Product sales increase significantly among the band's fans. From the fans' viewpoint, the band is a ________. (A) membership group (B) reference group (C) laggard (D) subculture (E) latemajority adopter

43. Kallton is a multinational communications and information technology corporation. Its principal products are mobile telephones and tablets. It recently announced on its website that customers can suggest ideas for its upcoming product model. Contributors of shortlisted ideas will be adequately rewarded. In this case, Kallton is using ________ to generate new product ideas. (A) marketing strategy development (B) crowdsourcing (C) concept development (D) business analysis (E) test marketing

44. Using ________, researchers measure consumer responses to new products and marketing tactics in laboratory stores or virtual online shopping environments. (A) simulated test markets (B) controlled test markets (C) business analysis (D) standard test markets (E) concept development

45. Wilkinson & Company sells plumbing supplies across the United States. Wilkinson uses Chicago as its central location for determining freight costs regardless of the city from which products are actually shipped. For example, a Dallas customer pays the freight cost from Chicago to Dallas even if the goods are shipped from Dallas. Wilkinson most likely uses ________ pricing. (A) basingpoint (B) FOBorigin (C) freightabsorption (D) zone (E) reference

46. Performance Inc. sells its newest athletic shoe styles to The Sneaker Store and distributes dated or slightly defective merchandise through Sports Discounters. Performance Inc.'s main competitor is Topnotch Manufacturers. Performance Inc. also markets its products through the company website. They decide to offer a shortterm online promotion to encourage consumers to buy their newest athletic shoes, promoting a 20 percent discount off current retail prices. In such a distribution channel, which of the following would be considered a vertical conflict? (A) a conflict between Performance Inc. and The Sneaker Store (B) a conflict among Performance Inc., The Sneaker Store, and Sports Discounters (C) a conflict between The Sneaker Store and Sports Discounters (D) a conflict between Performance Inc. and Sports Discounters (E) a conflict between Performance Inc. and Topnotch Manufacturers

47. Integrating the entire distribution chain—from its own design and manufacturing operations to distribution through its own managed stores—has turned Spanish clothing chain Zara into the world's fastestgrowing fastfashion retailer. This is an example of a(n) _______. (A) contractual VMS (B) corporate VMS (C) administered VMS (D) horizontal VMS (E) direct VMS

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